In 1990 Ted Baker opened a store in Covent Garden (with additional stores in London's Soho, Nottingham and Leeds) and Kelvin bought the company outright from part-owners Goldberg and Sons.[3] A new range, Ted Baker Woman, was launched in 1995.[3]

Ted Baker has expanded its high street presence through its wholesale business which includes Australia, New Zealand, USA, Canada, Norway, Greece, Spain, Netherlands, Belgium as well as the British Isles. Wholesale operations commenced in 1994 through careful selection of retail stores.[3]